Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Portent, Inc. 
Elizabeth Marsten 
State of Search 2014 
The International Geek Exchange
Vice President of Search Me 
Marketing: 
PPC, SEO, Social, Analytics 
Geek. 
@ebkendo
Portent, 
Inc. 
Seattle, WA. 
Digital Marketing Agency
The International Geek Exchange 
Finland 
. 
@ebkendo
@ebkendo
It’s Not a Joke Two Geeks walk into a search 
conference…. 
@ebkendo
What is the IGE? 
The IGE is a program where companies exchange search Geeks 
with an uninhibited openness of learning and...
. 
It’s Been Done Before 
Really?
CEO Swap 
Moz and SEER 
http://www.geekwire.com/2013/ceoswap/ 
@ebkendo
Where 
Helsinki and Seattle 
@ebkendo
The War Room 
@ebkendo
The Gong 
@ebkendo
The Oculus Rift 
@ebkendo
The Roadhouse 
@ebkendo
The Story 
@ebkendo
Kaarle 
@ebkendo
How 
Logistics, please 
• Airfare 
• AirBnB 
• Meals (per diem) 
• Transportation 
@ebkendo
How Much Was It? 
Showing my work 
@ebkendo 
Geek Exchange 14 days 
Airfare $1500 
AirBnB $1400 
Transportation (to/from a...
Cost Comparison 
vs. Conferences 
Conference 2 days 
Conference Fee $1,300 
Airfare $400 
Hotel (2-3 nights) $500 
Transpo...
What Was Needed? 
From both companies 
• Two week minimum commitment 
• Senior level+ Geeks that can influence change in t...
Legally Speaking 
NDAs and “Working” Overseas 
@ebkendo
Why 
Because “experience” isn’t enough 
@ebkendo
An International Partner 
You can always use more friends 
@ebkendo
Escape the silo 
See how other departments work 
@ebkendo
Brain Space 
10hours and 4,764 miles 
@ebkendo
Reinvigorate 
Incentivize and invest in staff 
@ebkendo
It’s Good PR 
Seriously, it’s good for business 
@ebkendo
Specifically 
What they taught me 
• Yandex tour (PPC & SEO) 
• CRO workflow and sales process 
• Analytics workflow 
• HR...
Specifically 
What I taught them 
• You’re not alone in the world 
• SEO reporting ideas 
• PPC/SEO reporting narrative 
•...
. 
The Experience 
What I really “learned”
. 
IGE Isn’t For Everyone 
No noobs.
Ideal Candidates • Experienced search marketers 
• This is not for “training” in the traditional 
sense 
• Those that are ...
Ideal Company 
Culture 
• A culture of learning, teaching and sharing 
• Already in a regular “training” mode or 
calendar...
How to Participate 
I’m sold
Info Needed to 
Convince a CFO 
• Services (PPC, SEO, etc;) 
• Annual average size of clients and revenue 
for the Geek’s ...
Agency or 
In-house 
Sole practioner might get weird 
@ebkendo
www.geekexchan.ge 
@ebkendo
Thank You! 
@ebkendo
Upcoming SlideShare
Loading in …5
×

The International Geek Exchange - State of Search 2014

1,924 views

Published on

Given at 2014 State of Search by DFWSEM in Dallas, Texas. Overview on what the International Geek Exchange is, how to get started and what you need to participate.

Published in: Marketing
  • Be the first to comment

The International Geek Exchange - State of Search 2014

  1. 1. Portent, Inc. Elizabeth Marsten State of Search 2014 The International Geek Exchange
  2. 2. Vice President of Search Me Marketing: PPC, SEO, Social, Analytics Geek. @ebkendo
  3. 3. Portent, Inc. Seattle, WA. Digital Marketing Agency
  4. 4. The International Geek Exchange Finland . @ebkendo
  5. 5. @ebkendo
  6. 6. It’s Not a Joke Two Geeks walk into a search conference…. @ebkendo
  7. 7. What is the IGE? The IGE is a program where companies exchange search Geeks with an uninhibited openness of learning and sharing in the pursuit of mastery of their craft regardless of clients, competitors or geography. @ebkendo
  8. 8. . It’s Been Done Before Really?
  9. 9. CEO Swap Moz and SEER http://www.geekwire.com/2013/ceoswap/ @ebkendo
  10. 10. Where Helsinki and Seattle @ebkendo
  11. 11. The War Room @ebkendo
  12. 12. The Gong @ebkendo
  13. 13. The Oculus Rift @ebkendo
  14. 14. The Roadhouse @ebkendo
  15. 15. The Story @ebkendo
  16. 16. Kaarle @ebkendo
  17. 17. How Logistics, please • Airfare • AirBnB • Meals (per diem) • Transportation @ebkendo
  18. 18. How Much Was It? Showing my work @ebkendo Geek Exchange 14 days Airfare $1500 AirBnB $1400 Transportation (to/from airport) $60 Transportation (around town) $20 Meals $400 TOTAL $3,380 Per Day $241
  19. 19. Cost Comparison vs. Conferences Conference 2 days Conference Fee $1,300 Airfare $400 Hotel (2-3 nights) $500 Transportation $60 Meals (dinner) $60 TOTAL $2,320 Per Day $773 @ebkendo Geek Exchange 10 days Airfare $1500 AirBnB $1400 Transportation $60 Meals $400 TOTAL $3,360 Per Day $280
  20. 20. What Was Needed? From both companies • Two week minimum commitment • Senior level+ Geeks that can influence change in their company • Management/C-Level support • Clear financial commitment (companies and the Geek) • Scheduling of meetings/trainings prior to the Geek’s arrival • Ability to provide an org chart/seating map (helps with the remembering of names) • Place to sit, internet connection, monitors (other equipment) • Commitment from the team(s) of the same and other disciplines to participate @ebkendo
  21. 21. Legally Speaking NDAs and “Working” Overseas @ebkendo
  22. 22. Why Because “experience” isn’t enough @ebkendo
  23. 23. An International Partner You can always use more friends @ebkendo
  24. 24. Escape the silo See how other departments work @ebkendo
  25. 25. Brain Space 10hours and 4,764 miles @ebkendo
  26. 26. Reinvigorate Incentivize and invest in staff @ebkendo
  27. 27. It’s Good PR Seriously, it’s good for business @ebkendo
  28. 28. Specifically What they taught me • Yandex tour (PPC & SEO) • CRO workflow and sales process • Analytics workflow • HR and hiring processes • Operations processes • Continuing education program • Google AdWords betas @ebkendo
  29. 29. Specifically What I taught them • You’re not alone in the world • SEO reporting ideas • PPC/SEO reporting narrative • Account management structure • Project management sympathy • New PPC platforms (+ got them a client) @ebkendo
  30. 30. . The Experience What I really “learned”
  31. 31. . IGE Isn’t For Everyone No noobs.
  32. 32. Ideal Candidates • Experienced search marketers • This is not for “training” in the traditional sense • Those that are empowered to be change agents when they return @ebkendo
  33. 33. Ideal Company Culture • A culture of learning, teaching and sharing • Already in a regular “training” mode or calendar • Flexibility and access • Some senior/same level staff to interact with in multiple departments @ebkendo
  34. 34. How to Participate I’m sold
  35. 35. Info Needed to Convince a CFO • Services (PPC, SEO, etc;) • Annual average size of clients and revenue for the Geek’s channel (or spend) • Company size • Approx. annual revenue • Name a couple of top tier clients @ebkendo
  36. 36. Agency or In-house Sole practioner might get weird @ebkendo
  37. 37. www.geekexchan.ge @ebkendo
  38. 38. Thank You! @ebkendo

×